It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments!

“For example, research by Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.”

“Mothers who are very active on social networks (defined as the top 20% of social networking mothers aged 18-49) are indeed active online purchasers. Compared to the general online adult population, they’re 96% more likely to have made an online food and beverage purchase, 73% more likely to have spent on movies and videos, 61% more likely to have bought apparel, and 82% more likely to have made an online purchase in the toys and games category.”

“The survey, conducted by the USC Annenberg Center for the Digital Future and Bovitz Inc., reveals a “Millennial Rift” — distinct differences in online behavior and core values among Millennials (ages 18-34) compared to other users, many of whom are only a few years older. Millennials, the survey found, report more willingness to allow access to their personal data or web behavior and a greater interest in cooperating with Internet businesses — as long as they receive tangible benefits in return (view infographic breakdown).”

“In the Financial Times president of global revenue Adam Bain stated: “’We think that the industry had been focused in the wrong area, which was making a decision between Twitter and TV. That’s not what we believe. Twitter is a bridge.’”

“Once you adapt to this new format, Tumblr can be a powerful content creation (and content curation) tool that increases engagement, website traffic, and inbound leads. Here are six tips that will help you get started with content marketing on Tumblr.”

“‘What we’re doing is giving advertisers space on a canvas to make the kinds of ads that win awards,’ Karp said. ‘That kind of advertising doesn’t have a place on the Web today…You can’t make an ad that anybody even remembers on Twitter or Facebook today.’”

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TweetReach is brought to you by Union Metrics. We focus on delivering powerful social analytics that enable marketers to measure and improve their social media campaigns. We provide analytics across Twitter, Instagram and Tumblr.

Here on our TweetReach blog, we share our favorite Twitter tactics and strategies, as well as company announcements and events.